"Cheaper Than Drinking"... Why American Gen Z Is Going to the Movies [The World is Z]

Gen Z Watched an Average of 6.1 Movies in Theaters This Year
"Wants to Disconnect from Phones and Immerse in Offline Experiences"
"Movies Offer a Stable and Satisfying Choice"

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is recognized as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [The World is Z], we shine a spotlight on the lives and values of Generation Z around the world and explore how they are transforming society.

This year, movie theater attendance has increased among young people in the United States. As inflation has driven up the cost of dining out and visiting bars, movie theaters have rapidly emerged as a relatively "reasonable option." The growing popularity of theater membership programs, which allow subscribers to watch multiple movies for a monthly fee, has also had a positive impact.

"American Gen Z Returning to Movie Theaters"

Movie Theater. Pixabay

Recently, Cinema United, an American film industry association, reported in a study titled "The Strength of Theatrical Exhibition" that Generation Z watched an average of 6.1 movies in theaters this year, up from 4.9 movies the previous year. In addition, 41% of Gen Z respondents said they visited theaters at least six times a year, an increase from 31% in 2022.

The tendency of Generation Z to value offline experiences has translated into increased theater visits. Business Insider, a U.S. business magazine, analyzed that "Generation Z wants offline experiences, environments where they can disconnect from their phones, and 'third places' where they can spend time outside of home and work," adding, "This is driving a return to movie theaters."

The expansion of theater membership programs has also played a significant role. The world's largest theater chain, AMC, operates the "Stubs A-List" membership, a subscription-based program that allows members to watch up to four movies per week for a monthly fee of $20 to $30 (about 29,000 to 43,000 won). Since subscribers can watch multiple movies in theaters for just the subscription fee, this program has become a relatively affordable option for young people.

Business Insider noted, "Membership programs have created affordable conditions for young audiences to visit theaters more frequently," adding, "While theater memberships may not be the cheapest option, in an era of rising prices, they actually feel like a rational choice." The magazine continued, "Cocktail and wine prices continue to rise, and the iconic 'one-dollar pizza' has already disappeared," adding, "In contrast, movies have become a form of consumption that offers stable satisfaction at a predictable cost."

Sluggish Korean Box Office... No '10 Million Viewer' Film This Year

A quiet movie theater in Seoul. The Asia Business Daily DB

However, the situation is different in Korea, where audience attrition continues. According to the Korean Film Council's "2025 First Half Korean Film Industry Report," theater revenue in the first half of this year was 407.9 billion won, and total attendance was 42.5 million, representing a decrease of 33.2% and 32.5%, respectively, compared to the same period last year.

The slump in Korean films was particularly notable. During the same period, Korean film revenue fell by 43.1% (154.5 billion won) to 203.8 billion won, and the number of Korean filmgoers dropped by 42.7% (15.94 million) to 21.36 million.

This decline is attributed to two factors: the normalization of consuming content through online video services (OTT) such as Netflix instead of theaters, and the underperformance of highly anticipated films. Not a single film surpassed 10 million viewers this year, a stark contrast to the trend since the COVID-19 pandemic, when at least one film each year-such as "The Roundup 2," "The Roundup 3," "12·12: The Day," and "Exhuma"-achieved over 10 million admissions.

The report stated, "To overcome the crisis of declining theater attendance due to a lack of new releases and blockbuster hits, theaters are introducing specialized curation programs unique to their brands, such as exclusive premieres, short film screenings, and re-releases." It added, "Theaters are also striving to address the decline in attendance by targeting specific audience groups, such as animation enthusiasts, horror genre fans, and idol fandoms, through exclusive premieres tailored to these segments."